GUESS Watches has appointed actor and entrepreneur Tamannaah Bhatia as its new brand ambassador in India, bringing her into the brand’s fashion-led marketing strategy for the watches category. The partnership was announced at a launch event in Mumbai, with Bhatia named the face of GUESS’s latest push in the watches business as it looks to reach a younger Indian audience.

Bhatia’s association begins with the brand’s FW26 collection, with her first campaign for GUESS Watches set to debut in September. The campaign will position watches as part of a complete fashion look rather than purely functional accessories, weaving Bhatia’s public image and styling into the collection’s presentation.

GUESS said the partnership is meant to reflect the brand’s focus on individuality and fashion-led design, built around statement pieces for consumers who use accessories to express personal style. Bhatia said accessories can transform an outfit’s character, describing GUESS Watches as a brand designed to stand out.

Paul Marciano, Co-Founder and Chief Creative Officer of GUESS?, said Bhatia’s style and public persona reflect the qualities the brand wants associated with its watches business. Deepak Chhabra, Managing Director of Timex Group India, said the association could help the brand communicate its individuality-first positioning to a new set of Indian consumers.

The appointment comes as GUESS Watches, part of the brand’s four-decade-old watches business, continues building its identity around trend-driven timepieces. Bhatia’s presence is expected to extend across campaigns, social media and consumer experiences through the rest of the year.